Grand Clio Winners: Dentsu's 'Pocky, the Gift' for Ezaki Glico Co.
Grand Clio: Design
Entrant: Dentsu Inc.
Brand: Pocky/Ezaki Glico Co.
Campaign: "Pocky, the Gift"
Pocky sticks have been Japan's top-selling chocolate snack for decades, but sales to young adults had been weakening. So, Dentsu created stylish new packaging to be used exclusively at upscale shops and sales outlets, and leveraged social media to promote the repackaged snacks as a fashionable gift items. Yasuharu Sasaki, ECD of Dentsu Tokyo, explains more in the video above. Also, see the case study below.